1.

Marketing Objective of The Revenue Service

Since the Revenue Service is the tax collecting agency of the Federal Government of Nigeria, its mission
and vision focus on delivery of quality service to taxpayers. Therefore, taxation services are the products
that the Agency delivers, while its customers include the various taxpayers it services.

Therefore, the marketing objective of Revenue Service includes;

i. Operating Efficient Tax System

ii. Delivering quality service to taxpayers
iii. Ensuring tax voluntary compliance
iv. Education of taxpayers
v. Optimizing tax revenue collection

2. How the P’s of Marketing can help achieve its objectives

Product

Revenue Service delivers taxation services to taxpayers in line with relevant extant laws and guidelines.
The Revenue Service is committed to achieving its marketing objective in the area of service delivery to
taxpayers. Through the introduction and implementation of its electronic services, the Agency has been
able to improve taxpayers’ services. The following are some of the measures that if properly implemented
would drastically improve taxpayer’s compliance and revenue generation in the country.

i. Introduction of Electronic Services

Introduction of the Integrated Tax Administration System (ITAS). This application system is used in all
advance countries of the world to manage all aspects of tax services. This includes; e-registration, e-
filing, e-TCC, e-receipts, e-taxpayment, etc. The application enables a taxpayer to register for tax
purposes online directly, file its tax returns online at his or her comfort, make payments for taxes due,
print its receipts of tax paid from home, print credit notes from home, apply for and obtain its tax
clearance certificate within seconds of initiating such. If fully implemented, it will reduce the interface
between the taxpayers and the personnel of the Agency. Therefore, if properly implemented, the ITAS
perform virtually all aspects of tax administration without human interference.
ii. Sensitization of Stakeholders
The Agency needs to collaborate with targeted partners by creating compliance-oriented outreach that
could help assist taxpayers at both the federal and state levels. This would help increase taxpayer
education and supports. Presently, taxpayers in the country are not abreast with information regarding
recent developments in the tax administration. Many are still quite primitive and uneducated to
understand the concepts of taxation. Such individuals sure need support and education in order to
enable them comply with the tax laws. Therefore, REVENUE SERVICE need to continue to engage with
taxpayers’ through forums and other channels in order to reduce taxpayers, burden.

Promotion

The Federal Inland Revenue Service has recently been creating awareness of taxation and the benefits of
voluntary compliance through the media and sponsorship of various events. The Agency now holds
regular Television and Radio chats on major networks in the country. This has been a step in the right
direction as more individuals are becoming aware of their civic responsibilities and duties.
Place

The Revenue Service has its offices in all the States of the Federation. Through proper segmentation of
taxpayers into; large taxpayers, medium taxpayers and micro and small taxpayers. Taxpayers having
transaction or dealing with the Agency can easily contact them at their various locations. The Agency uses
all commercial banks in Nigeria as collecting agents for the purpose of tax. Therefore, a taxpayer can easily
walk into the nearest commercial bank to it and make necessary payments for tax purposes.

Price

The Agency also allows taxes to be paid on instalment basis by taxpayers. Where the tax liability of a
taxpayer is quite high and might be difficult to pay in one lump sum without affecting the liquidity of the
taxpayer, such taxpayers can take full advantage of the provisions of the tax laws by making arrangement
for instalment payment of tax. A written application therefore would be required from the taxpayer
stating the amount of tax and the timing of such payments. Such payments are often subject to a
maximum of there (3) equal instalment, with the Revenue Servicet instalment been due on the or before
the application is made.